Navigating Carbon Offsetting: How User Expertise Influences Digital Platform Engagement

Exploring the nexus of technology and sustainability, this research delves into user engagement patterns on digital carbon offsetting platforms such as KlimaDAO. Drawing from the digital platform and storytelling literature, a set of hypotheses is put to the test using data from KlimaDAO’s initiative, which includes 1331 carbon offsets from 524 individuals. A stepwise logistic regression analysis confirms a curvilinear relationship: experts typically opt for a moderate level of offsetting, while the behavior of regular users spans a broad spectrum, from minimal to substantial offsetting. The analysis also confirms that experts are inclined to share their stories with a sense of optimism, whereas regular users seek out green credentials and prioritize high-quality carbon offsets. These insights not only enrich academic discourse but also have practical implications, underscoring the need to design carbon offsetting platforms that harness the positive narratives of experts while meeting the needs of regular users.